"We see a disconnect with the current agency trading desk model," he said. "A big play for us is the fact that we don't have that siloed kind of approach. There's no disconnect between our media strategy teams and our trading desk."
He says Booyah is not coming to RTB cold. The agency has dabbled in programmatic media for about two years, leveraging dynamic creative optimization, retargeting, and Facebook Exchange.
Thompson did not identify clients or technology partners, other than to say Booyah's launch platform partner is a "top-tier DSP/DMP platform." A programmatic “center of excellence” will focus on telecom and retail verticals.